When we hear "PPC advertising," most of us think—rightfully—of ads that charge only when someone clicks. But in reality, many different campaign types get lumped
Understanding these distinctions—and the broader role each plays in your customer journey—is vital to driving real growth (not just cheap clicks
What PPC Really Is
PPC (Pay-Per-Click) is an online advertising model where you pay a publisher—often Google or Facebook—each time someone clicks your ad. It's especially effective for search ads where you target specific keywords and only pay when intent turns into action.
Advertisers benefit because PPC delivers measurable, intent-driven traffic. You bid on keywords and use metrics like cost-per-click (CPC) to assess effectiveness
. That’s why many deem PPC synonymous with performance-based advertising.
Common Campaign Types Mistaken for PPC
A lot gets inaccurately grouped under PPC. Here's how they differ:
- CPV (Cost‐Per‐View): Used for video campaigns (like YouTube). You pay when a viewer watches your video—not when they click.
- CPM (Cost‑Per‑Thousand Impressions): You pay per 1,000 ad views. Great for awareness campaigns but doesn’t guarantee engagement.
- CPA (Cost‑Per‑Action) / CPL (Cost‑Per‑Lead): You pay only when a user completes a specific action—like a form fill or purchase.
- Target ROAS (Return-on-Ad-Spend): Automated bidding that optimises for revenue relative to spend—not for clicks. Available on platforms like Google Ads, and meta for accounts that have some conversion data.
Each model serves a different role in the funnel—from awareness to engagement to conversion. Treating them all as PPC dilutes their impact.
The Danger of Focusing Only On CPC:
Chasing low CPCs is tempting. But:
- A $0.30 click that never converts delivers zero value.
- A $5 click that generates $500 in revenue delivers massive ROI.
If you only track CPC, you're missing how ads influence customers over time—especially through awareness and retargeting. Campaigns should be evaluated based on their contribution to overall business goals—not just clicks.
Advertising in the Context of the Customer Journey
Customers rarely make a purchase decision after seeing a single ad. Their journey often spans multiple touchpoints:
- Awareness: They see a video ad on YouTube (CPV) or a display ad (CPM).
- Consideration: They click a remarketing ad or browse reviews online.
- Decision: They type your brand name into Google and click a PPC ad.
- Conversion: They purchase, fill out a form, or sign up.
- Retention: They engage with remarketing or loyalty campaigns driven by automated bidding like Target ROAS.
If you only measure the last click, you undervalue the supporting campaigns that influenced the decision.
At ROAS Performance Marketing, we help New Zealand businesses map their advertising strategies across this full funnel—ensuring every campaign is aligned to its role.
The Evolution of PPC Into Smarter Advertising
Digital advertising has come a long way since those early Google AdWords campaigns:
- Automation & AI: Platforms now use machine learning to optimise bids in real time. Campaigns like Target ROAS, ROAS Goal, or Max Conversions automatically adjust based on predicted outcomes.
- Audience Targeting: Instead of just keywords, advertisers can target based on behaviours, interests, and purchase intent.
- Data-Driven Insights: Integration with analytics and CRM systems allows businesses to measure not just clicks, but customer lifetime value (LTV).
- Omnichannel Strategies: PPC isn’t limited to search. It now connects with display, video, shopping, and social campaigns—all working together.
- The future of advertising isn’t about chasing the cheapest clicks—it’s about building smarter, more profitable systems
What This Means for New Zealand Businesses
If you’re a business owner or marketing manager in New Zealand, here’s what you should take away:
- Don’t assume all ads are PPC. Understand which model you’re using and why.
- Set goals aligned with the customer journey. Awareness ads should be measured differently than conversion-focused ones.
- Look at the bigger picture. CPC alone doesn’t prove value—focus on revenue, leads, and growth.
- Get expert guidance. Ad platforms are complex and constantly changing. Specialist assistance ensures your spend is optimised.
Why Work With ROAS Performance Marketing
At ROAS Performance Marketing, we’re not just a “PPC agency”—we’re a performance marketing partner.
- We know the full range of online advertising models and when to deploy each.
- We build campaigns that support every stage of the customer journey.
- We measure outcomes that matter: revenue, growth, and long-term value.
- We keep things transparent, so you know exactly how your money is working.
- Whether you’re a New Zealand SME dipping your toes into PPC, or a marketing manager overseeing complex campaigns, we make digital advertising simpler, smarter, and more profitable.
Ready to Rethink PPC?
PPC is powerful—but only when it’s understood as part of a bigger digital strategy. If you’re ready to make every advertising dollar count, we’d love to help.
👉 Contact ROAS Performance Marketing
today and let’s create a campaign strategy that works beyond the click.